Direct Response Copywriter on Creating Authority

By Scott Martin, Direct Response Copywriter:

For various reasons I won't go into here, I listen to sports talk radio several times a day -- usually when I'm driving around. I should really listen to something else: there's a lot of hot air on these shows. And then the listeners start chiming in!

These shows often feature so-called "experts." They're usually journalists or bloggers. The hosts of the show will interview said expert and the expert will start every statement with:

"My hunch is ..."

"I think this may happen ..."

"There's a chance that ... "

"My feeling is ... and it's just a guess ..."

Quite frankly, I could get on a show and make vague guesses and just blab on. I expect an expert to come on a radio show and speak with authority, even if they make a few incorrect predictions. I don't want vagueness.

As a direct response copywriter, I cannot write anything in vague terms. The lifeblood of direct response copy is specificity.

  • Specific numbers.
  • Detailed proof.
  • Relevant testimonials.
  • Salient graphics.

So if you're having a hard time creating copy that converts, check to see if you're being vague. The greatest copy is choc-full of well-researched facts. The reader reads the copy and thinks, "the writer genuinely knows what they're talking about."


I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.


Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting.  This Certification has not been provided by an accredited education institution.  It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.